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Please use this identifier to cite or link to this item: https://ptsldigital.ukm.my/jspui/handle/123456789/579278
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dc.contributor.authorHerman R. T
dc.contributor.authorWidiasari J
dc.contributor.authorLasmy
dc.contributor.authorHartono H
dc.date.accessioned2023-11-06T03:19:26Z-
dc.date.available2023-11-06T03:19:26Z-
dc.date.issued2016-07
dc.identifier.issn0128-7702
dc.identifier.otherukmvital:116573
dc.identifier.urihttps://ptsldigital.ukm.my/jspui/handle/123456789/579278-
dc.descriptionThe purpose of this study is to determine whether Perceived Quality, Brand Identity and Korean Popular Culture influence decisions on product purchases. This research used path analysis to determine the relationship among these variables. Statistical analysis shows that Product Perceived Quality has 0.741 direct contributions to Purchase Decision while Brand Identity has 0.792 direct contributions to Purchase Decision. Based on the value of R Square 0.670 Product Perceived Quality together with Brand Identity has 0.670 (67.0%) influence on Purchase Decision. Based on the results of this research, customer assessment of Product Perceived Quality, Brand Identity, Popular Culture and Purchase Decision is good.
dc.language.isoen
dc.publisherUniversiti Putra Malaysia Press
dc.relation.haspartPertanika Journals
dc.relation.urihttp://www.pertanika.upm.edu.my/regular_issues.php?jtype=3&journal=JSSH-24-S-7
dc.rightsUPM
dc.subjectProduct Perceived Quality
dc.subjectBrand Identity
dc.subjectPopular Culture
dc.subjectKorean Wave
dc.subjectPurchase Decision
dc.titleHow popular culture affects brand identity and perceived quality in consumer decision making
dc.typeJournal Article
dc.format.volume24
dc.format.pages9-18
dc.format.issueSpecial Issue
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